How to create effective multiscreen ad campaigns

This article gives some tips for multiscreen ad campaigns, which should have a single brand story optimised for different platforms.

How to create effective multiscreen ad campaigns

Sue ElmsMillward Brown

Award-winning advertising delivers enviable consumer engagement and demonstrable brand impact in terms of sales, loyalty and commanding a price premium. The potential to achieve this depends on how well people are exposed, how good the content is and the receptivity of the audience – and the new multiscreen media landscape presents opportunities in all three respects.

Millward Brown's AdReaction data shows a typical global multiscreen user consumes roughly seven hours of screen media daily. Smartphones are now the most-used single screen medium, and tablets and mobile devices take...

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